Investor Connect Podcast

Price Comes Before Product Development

Hello, this is Hall T. Martin with the Startup Funding Espresso -- your daily shot of startup funding and investing.

Most startups build a product and only then start a discussion with customers about how much they will pay for it.

The pricing discussion should come before product development.

In fact, the decision to build the product will depend on how much you can charge for the product.

Before starting product development, create a one-page description of the product.

List out the key features and benefits along with the price.

Make several test mailings and in-person discussions to check what price the target customer is willing to pay.

Vary the price from one test to the next and check the results.

Never put a higher and lower price on the page and then ask which one to choose.

The prospect will always choose the lower price.

Instead, put one price on the page and then ask, would you buy it or not?

In each test case, note which customers would pay a higher price and which would only pay a lower price.

This will help you determine the buyer personas and how to price a good, better, best product offering.


Thank you for joining us for the Startup Funding Espresso where we help startups and investors connect for funding.

Let’s go startup something today.


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Direct download: Price_comes_before_product_development.mp3
Category:general -- posted at: 5:00am CDT